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Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market …
Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and …
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially …
Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the …
Human consumption is multi- faceted and so requires inter- disciplinary exploration in order to explain a spectrum of experiences that is at once particular and allpervading. …
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The …
Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that …
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical …
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the …
Atmosphere is a term often used in everyday life to describe how a consumption space feels and has long been an important theme within marketing. There has been renewed interest in …